HUBSPOT´s Guide to Being a Partner Agency
of 75
/75
-
Upload
andres-felipe-velasquez-henao -
Category
Social Media
-
view
276 -
download
11
Embed Size (px)
description
HUBSPOT´s Guide to Being a Partner Agency
Transcript of HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT’S PARTNER AGENCY GUIDE1
WWW.HUBSPOT.COM
BEING A PARTNER AGENCY
HubSpot’s Guide to
Access to all Partner Agency resources in one easy to reference eBook
A publication of
HUBSPOT’S PARTNER AGENCY GUIDE2
WWW.HUBSPOT.COM
... brings your whole marketing world to-gether in one, powerful, integrated system.
HUBSPOT’S ALL-IN-ONE MARKETING SOFTWARE
Get Found: Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations
LEADGENERATION
UBLOGGING &
SOCIAL MEDIA
q
EMAIL & AUTOMATION
MSEARCH
OPTIMIZATION
s
MARKETINGANALYTICS
YLEAD
MANAGEMENT
g
HUBSPOT’S PARTNER AGENCY GUIDE3
WWW.HUBSPOT.COM
CONTENTS
YOU’RE A HUBSPOT PARTNER AGENCY /6
LEARN HOW THE HUBSPOT SOFTWARE WORKS /9
I HAVE AN INBOUND LEAD /13
A LEAD BECAME A CUSTOMER /23
ONGOING SUPPORT FOR PARTNER AGENCIES /29
HUBSPOT SOFTWARE TOOLS /32
PARTNER AGENCY TOOLS AND RESOURCES /56
REGISTERING LEADS /58
PARTNER AGENCY TIERS /60
PARTNER PORTAL /63
CUSTOMER HAPPINESS INDEX (CHI) /65
PARTNER AGENCY COMMISSIONS /67
HUBSPOT GLOSSARY /69
HUBSPOT’S PARTNER AGENCY GUIDE4
WWW.HUBSPOT.COM
Congratulations on becoming
a HubSpot Partner Agency!“ ”
You’ve joined a growing team of agencies who understand the changing
landscape of marketing! By becoming a HubSpot partner, Marketing
and streamline your client delivery and reporting. We’re looking forward to
growing your business with you!
HUBSPOT’S PARTNER AGENCY GUIDE5
WWW.HUBSPOT.COM
My Channel Account Manager
Name:
Email:
My Inbound Marketing Consultant
Name:
Email:
My Account Manager
Name:
Email:
Other Contacts
Billing Questions: [email protected]
VAR Program Manager: [email protected]
Technical Support
My HubSpot Contact List
HUBSPOT’S PARTNER AGENCY GUIDE6
WWW.HUBSPOT.COM
SECTION 1
YOU’RE A HUBSPOT PARTNER AGENCY
HUBSPOT’S PARTNER AGENCY GUIDE7
WWW.HUBSPOT.COM
Step 1
HubSpot Authorization (Contract for HubSpot portal)
You will receive this from your Channel Account Manager (CAM)
Complete the online billing link
Save a copy of your contract
Step 2
Send your Partner Contract & W9/W8BEN (REQUIRED)
Download the appropriate forms from the Partner contract page on HubSpot.com
Step 3
Register your leads with HubSpot
Register at least 5 leads via this link: http://var.hubspot.com/var_add_lead
You’re now a HubSpot Partner Agency!
HUBSPOT’S PARTNER AGENCY GUIDE8
WWW.HUBSPOT.COM
Step 4
Participate in your HubSpot product training
1-on-1 training OR HubSpot Academy
1-on-1 training: You will be introduced to your Inbound Marketing Consultant
(IMC)
HubSpot Academy: You will receive a link from your CAM to register for the
HubSpot Academy kickoff call
Step 5
Partner Agency Sales training will begin (usually in week 3)
These sessions are lead by HubSpot Partner team members
You’re now a HubSpot Partner Agency!
HUBSPOT’S PARTNER AGENCY GUIDE9
WWW.HUBSPOT.COM
SECTION 2
LEARN HOW THE HUBSPOT SOFTWARE WORKS
HUBSPOT’S PARTNER AGENCY GUIDE
WWW.HUBSPOT.COM
Step 1
Get introduced to your consulting track (1-on-1 OR HubSpot Academy)
1-on-1 training
You will be introduced to your Inbound Marketing Consultant (IMC)
Schedule a kickoff call with your IMC
HubSpot Academy
You will receive a link from your CAM to register for the HubSpot Academy
kickoff call
Register for your kickoff call
Step 2
If you have a lead, follow the steps in “I have an Inbound Lead!”
Learn how the HubSpot Software Works
HUBSPOT’S PARTNER AGENCY GUIDE11
WWW.HUBSPOT.COM
Step 3
Participate in product training
Consulting framework:
Session 1: Kickoff call
You’ll be introduced to:
The 1-on-1 Partner Agency Learning Center OR the HubSpot Academy
Learning Center depending on your consulting tract
The HubSpot Partner LinkedIn Group
www.hubspot.com/partners
Technical Support
Session 2: Landing pages/CTAs
You’ll receive eBooks you can customize and use for lead generation on your
website
Learn how the HubSpot Software Works
HUBSPOT’S PARTNER AGENCY GUIDE12
WWW.HUBSPOT.COM
Step 3
Consulting framework continued:
Session 3: Lead Nurturing
Session 4: Email Marketing
Session 5: Lead Intelligence
Session 6: Blogging/SEO
Session 7: Reporting
Session 8: Wrap Up
You’ll be introduced to Ongoing Learning Resources
Step 4
Take the HubSpot Partner Exam
Learn how the HubSpot Software Works
HUBSPOT’S PARTNER AGENCY GUIDE13
WWW.HUBSPOT.COM
SECTION 3
I HAVE AN INBOUND LEAD
HUBSPOT’S PARTNER AGENCY GUIDE14
WWW.HUBSPOT.COM
The HubSpot Sales Process is composed of the following steps:
Step 1
Research
Step 2
Prospect
Step 3
Connect call
Step 4
Step 5
Diagnostic & goal setting call
Optional Steps
Present solution - demo
Trial process
Step 6
Agree on contract scope / fee
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE15
WWW.HUBSPOT.COM
Step 1
Research
Ensure you’ve registered your lead: http://var.hubspot.com/var_add_lead
Goal of Research
Determine the priority of the lead (High/Med/Low)
Understand the company and contact’s sophistication with inbound marketing
Identify opportunities for personalization, trust development, rapport building
How to Research
Is the goal of the website to generate leads?
Look for contact us / conversion forms, or shopping carts
Check whether the lead contact is on the management team
Who does the company target? (B2B vs B2C?)
Are the page titles and URLs currently optimized for search engines?
Is there under-utilized content in PDFs or long FAQ pages?
Do they have active social media accounts across different communities?
Do they have calls-to-action (CTAs) placed prominently on their site?
Do those CTAs lead to well-designed landing pages that give away compelling offers?
Tools
Marketing Grader
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE16
WWW.HUBSPOT.COM
Step 2
Prospect
Goal of Prospect
Try to get the person to pick up the phone or connect with you
How to Prospect
Do a series of voicemails and email attempts until you get a connect
Always follow a voicemail with an email (up to 5 vmail/emails)
Schedule times in your Calendar to do this
Tools
Prospecting webinar
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE17
WWW.HUBSPOT.COM
Step 3
Connect call
Goal of the Connect call
Establish an initial relationship with your prospect
Build initial credibility and rapport
Begin the qualifying process
How to Connect
Use the connect call playbook
Make sure to ask if there is anyone else they should include on the call (e.g. business partners, co-founders, etc) then:
Set date and time
Send a meeting invite
Write down the activity in your records
It’s ok to cut them loose
“It doesn’t sound like you guys really have any challenges that you really need any help with. It sounds like you’re very happy with your business and
Tools
Marketing Grader
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE18
WWW.HUBSPOT.COM
Step 4
Inbound Marketing Assessment (IMA) / Exploratory call
Goal of the IMA / Exploratory call
To QUALIFY!
Continue to establish a relationship with your prospect
Build additional credibility and establish trust
How to do an IMA / Exploratory call
change it, and how they currently plan to do so
Leverage questions around GPCT & BANT:
GPCT: Goals, Plans, Challenges, Timelines
BANT: Budget, Authority, Need, Timelines
If you want to move forward:
Schedule the diagnostic call
If you don’t want to move forward:
Send them free resources, like Marketing Grader, or one of your eBooks, and let them go
Tools
Your CAM can help you prepare for this call
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE19
WWW.HUBSPOT.COM
Step 5
Diagnostic & Goal Setting call
Goal of the Diagnostic call
Start to make the case for your monthly retainer
How to do a Diagnostic call
Do they have growth goals?
Are the growth goals written down?
How do they plan to achieve this planned growth?
When do they need to achieve this growth by?
What happens if they don’t achieve this growth?
How much can they afford to invest?
Can you actually help them?
Tools
Prospect Assessment Tool that includes the Inbound Calculator (tool and
webinar)
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE
WWW.HUBSPOT.COM
Optional
Present Solution - Demo
Goal of the Demo
If it’s required to present the tools, leverage your CAM to run the call
How to do a Demo
Complete the trial checklist
Create a trial for your demo using the trial checklist
Reiterate their GPCT and how it will be solved via your services (which uses the HubSpot software to accomplish)
Tools
Trial checklist
Create a free trial
Your CAM can help with this call
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE21
WWW.HUBSPOT.COM
Optional
Trial Process
Goal of the Trial
To show your agency’s value and win a deal
How to run a Trial
Create a free trial
Use the inbound marketing workbook to set up the trial
Set up landing pages with compelling offers
Do keyword research and start blogging
Set up social media monitoring
Preparing for the trial call:
Which offers and landing pages are performing?
Which keywords are performing?
Which channels are performing?
Tools
Create a free trial
Inbound Marketing Workbook
How to use a trial webinar
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE22
WWW.HUBSPOT.COM
Step 6
Agree on Contract Scope / Fee
Tools
Your CAM can help you with this
HubSpot pricing page
Retainer quoting tool and webinar
Alert your CAM of the new client and send the signed contract to HubSpot if applicable
I have an Inbound Lead
HUBSPOT’S PARTNER AGENCY GUIDE23
WWW.HUBSPOT.COM
SECTION 4
A LEAD BECAME A CUSTOMER
HUBSPOT’S PARTNER AGENCY GUIDE24
WWW.HUBSPOT.COM
You will receive an email with a login to your new client’s HubSpot portal. Use the client onboarding checklist to begin setting up their HubSpot portal and start delivering services to your client.
Onboarding Checklist
Before you receive a signed client contract:
Find out GPCT/BANT
(Optional) Set-up a Hubspot trial
(Optional) Collect 4-5 competitors from the prospect and upload them to the HubSpot trial
Complete a Marketing Grader report
Complete the Prospect Assessment Tool which includes the Inbound Marketing Calculator
Before the client kickoff call:
Ratify the client contract and send a copy to client
Get the signed contract back from the client
Mark the client lead as “closed won”
Email the client with “to-do” items for the client kickoff meeting (see Client Responsibilities)
Schedule invoicing for the client
Schedule the kickoff meeting with the client
Register IP addresses on the client’s Hubspot platform for client IPs and agency IPs
These pages can be printed
and used with your clients!
HUBSPOT’S PARTNER AGENCY GUIDE25
WWW.HUBSPOT.COM
Onboarding Checklist
Internal agency meeting before the click kickoff call:
The Sales team shares client’s needs, touchy topics and other info from the sales process
Walk-through the Marketing Grader report
Walk-through the client contract
List 3 potential pitfalls and how preemptively get around them
Create a plan of attack
Client responsibilities:
Get contact information for all people on the client’s team that will be involved
Send a description of who your ideal customer or persona is/are
Grant the agency access to your website CMS (if you’re not being hosted on HubSpot)
Grant the agency admin access to your Facebook page, Twitter account, and any other social media or online outlets for content promotion
If the client does not have social media accounts, recommend at least two of the following depending on their industry: Facebook, Twitter, LinkedIn, SlideShare
Send your lead database to the agency for import to Hubspot platform (CSV
Send brochures, technical manuals, past articles written by your team, scripts, press releases, logos, graphics, email newsletters, and any other marketing materials to the agency for uploading to your HubSpot portal
A Lead Became a Customer
HUBSPOT’S PARTNER AGENCY GUIDE26
WWW.HUBSPOT.COM
Onboarding Checklist
After the kickoff call:
Upload client leads to HubSpot
Upload all brochures, manuals, etc. to the client’s HubSpot portal
Add the following apps to the client’s Hubspot platform: Benchmarks, Analyze Your Landing Pages, Social Media Publishing and Report Keeper
Upload the client’s competitors to the Competitors app gathered during sales process
If the customer will be on the HubSpot CMS:
Migrate the client’s website onto the HubSpot CMS
Take the client’s HubSpot-hosted website live
If the customer is not on the HubSpot CMS:
Install the HubSpot Tracking code on their website
Create a subdomain for the client’s HubSpot-hosted landing pagesand blog
Take the client’s HubSpot-hosted subdomain live
Submit the customer’s website to Google, Bing and Yahoo via webmaster tools
Set up the client’s blog on HubSpot, or transfer blog content from their
If the client has HubSpot Professional or Enterprise and a CRM, connect the two via the HubSpot API
Use the Salesforce or Sugar Connector if the client has Salesforce or SugarCRM
Upload the client’s keyword to the Keywords app in HubSpot
Link the client’s social media accounts with their HubSpot portal
A Lead Became a Customer
HUBSPOT’S PARTNER AGENCY GUIDE27
WWW.HUBSPOT.COM
Onboarding Checklist
After the kickoff call (continued):
Install “Facebook Welcome” on the client’s Facebook page that leads to a conversion page
Brainstorm long tail keywords to spur your content creation strategy
keywords
Brainstorm potential TOFU and MOFU offers
Create an initial report with starting benchmarks and upload it to the Report Keeper
Create an inbound strategy for your client:
Ensure those pages have at least one CTA on them above the fold
Write 2 blog articles each week and have them auto-publish to their social media accounts
Identify industry websites to reach out to for relationship development
Grow their social media followers (set monthly benchmarks)
Identify website directories and industry sites to submit the website to for inbound links
A Lead Became a Customer
HUBSPOT’S PARTNER AGENCY GUIDE28
WWW.HUBSPOT.COM
Onboarding Checklist
After the kickoff call (continued):
Do they need more leads?
Create at least two pieces of high quality content to use as offers (one offer should be top of the funnel, the other, middle of the funnel)
Create a landing page with a form for each offer
Create a thank you page for each offer
Create a CTA for each offer
and link them to the appropriate landing page and thank you page
Place a CTA at the bottom of every blog article
Do they need more customers?
Using List Manager, create targeted lists of leads and customers already in the customer’s HubSpot account
Send a targeted email to each list that encourages them to click on a link that leads to a landing page on the client’s website and encourages a conversion event
Create a lead nurturing campaign for all top of the funnel offer landing pages to move leads further down the funnel before sending them to a Sales team member
Use data from Leads and Sources, to identify what pages and
out which material leads to favorable results and replicate it.
Do A/B testing with CTA and Landing Pages to raise conversion rates
Present your client with a monthly report
Use Sources
Use HubSpot’s monthly report builder - It will be emailed to you each month. Contact Technical Support if you do not receive it.
A Lead Became a Customer
HUBSPOT’S PARTNER AGENCY GUIDE29
WWW.HUBSPOT.COM
SECTION 5
ONGOING SUPPORT FOR PARTNER AGENCIES
HUBSPOT’S PARTNER AGENCY GUIDE
WWW.HUBSPOT.COM
HubSpot has created a variety of tools, webinars and outreach to help you achieve your sales and business goals. We’ve broken down the agency process into three high-level areas and have created resources for each. We welcome your participation in the areas you feel are most pertinent to achieving your agency goals!
I need help generating more leads
I need help closing more leads into customers
I need help keeping my customers happy
Your CAM is available for:Funnel review sessionsSales support to help you close dealsAssistance with account upgradesRole play practice
Your CAM is available for:Funnel review sessionsSales support to help you close dealsAssistance with account upgradesRole play practice
Thursdays at 11am EST Thursdays at 11am EST
HubSpot Partner LinkedIn Group
HubSpot Partner LinkedIn Group
HubSpot Partner LinkedIn Group
Ongoing Learning Center Ongoing Learning Center Ongoing Learning Center
HubSpot Forums HubSpot Forums
Service Marketplace Service Marketplace
Advanced Sales Training Webinars
Advanced Sales Training Webinars
Ongoing Support
for Partner Agencies
HUBSPOT’S PARTNER AGENCY GUIDE31
WWW.HUBSPOT.COM
Additional Partner Agency Resources
Weekly Partner Agency Newsletter automatically delivered on Mondays
White-labeled lead generation eBooks and papers
New eBooks and papers will be delivered via the weekly Partner Agency Newsletter
Local HUGS: Local HubSpot user groups that typically meet once a quarter
Consider starting one if not in your area
Inbound Conference: A 3-day marketing conference run by HubSpot
Special Rates for HubSpot partners
Breakout sessions for Partner Agencies
Deeper dive on HubSpot’s Service Marketplace
Advanced product training on HubSpot to/for Agencies
Ongoing Support
for Partner Agencies
HUBSPOT’S PARTNER AGENCY GUIDE32
WWW.HUBSPOT.COM
SECTION 6
HUBSPOT SOFTWARE TOOLS
HUBSPOT’S PARTNER AGENCY GUIDE33
WWW.HUBSPOT.COM
HubSpot Software Tools
This section contains a full list of the HubSpot software tools. Each application includes a listing of what the tool does, the value of the tool, competitors that focus on that vertical and sales tie downs. Links to additional information are included.
HubSpot Software Tools
LEADGENERATION
U q
EMAIL & AUTOMATION
MSEARCH
OPTIMIZATION
s
MARKETINGANALYTICS
YLEAD
MANAGEMENT
g
BLOGGING & SOCIAL MEDIA
HUBSPOT’S PARTNER AGENCY GUIDE34
WWW.HUBSPOT.COM
Dashboard
What the Product Does
A dashboard to monitor your vital marketing statistics
The Value of the Product
Easily identify marketing wins and areas for improvement with HubSpot’s personalized marketing tactic recommendations
Competitors
Google Analytics
WordPress
Sales Tie Downs
How would customized marketing recommendations streamline your marketing efforts?
HubSpot Software ToolsMARKETINGANALYTICS
Y
HUBSPOT’S PARTNER AGENCY GUIDE35
WWW.HUBSPOT.COM
Blogging
http://www.hubspot.com/products/business-blog/
What the Product Does
World-class blogging software makes it easy to create content that will help your business get found in search engines, engage prospects, and generate leads. Content creation is the foundation of any successful inbound marketing strategy.
(Advanced): Set blog user roles and integrate with other systems via the HubSpot Blog API
The Value of the Product
Create professional, SEO optimized blog posts quickly and easily
Integrate with HubSpot’s SEO tools to help you get found in search engines
Automatically publish your posts through Social Media
Create Calls to Action and analyze the ROI of your blogging efforts
Competitors
WordPress
Blogger
Compendium
TypePad
Sales Tie Downs
How would the blogging tool streamline your own content creation efforts?
HubSpot Software ToolsqBLOGGING &
SOCIAL MEDIA
HUBSPOT’S PARTNER AGENCY GUIDE36
WWW.HUBSPOT.COM
Content Management System (CMS)
http://www.hubspot.com/products/content-management/
What the Product Does
HubSpot’s easy-to-use website content management system gives you control over your website so you can change and add pages within seconds. Updating your site is as easy as creating a Microsoft Word document.
The Value of the Product
Quickly and easily edit your website, landing pages and forms - no code required
Integrate your website with Social Media
Capture leads with landing pages and forms
Competitors
Joomla
Drupal
WordPress
Intuit
Sales Tie Downs
What advantages would the CMS give you in your business day to day?
HubSpot Software ToolsSEARCH OPTIMIZATION
s
HUBSPOT’S PARTNER AGENCY GUIDE37
WWW.HUBSPOT.COM
Keywords
http://www.hubspot.com/products/keyword-grader
What the Product Does
Find out what keywords you’re ranking for and track your progress over time
Group your keywords by campaign, and track metrics for each group
Analyzes your keywords and recommends keywords you should target, create
The Value of the Product
The best keywords are relevant to your business, searched often, and non-competitive. Keywords helps you develop a list of hundreds of potential keywords
With Keywords, you can track your progress on search terms over time so you
Keywords helps you to determine what content is most important to your website visitors so you can develop content that responds to what they are searching for
Competitors
SEOmoz
Google Analytics/Google Adwords tool
Raven Tools
Sales Tie Downs
How would having access to keywords change the way you think about the words
HubSpot Software ToolsSEARCH OPTIMIZATION
s
HUBSPOT’S PARTNER AGENCY GUIDE38
WWW.HUBSPOT.COM
Page Grader
http://www.hubspot.com/products/page-grader/
What the Product Does
See how well your page is optimized for search.
Understand what keywords your page currently ranks for
Get an analysis of your inbound and internal links
The Value of the Product
Search engine optimization relies on a number of factors, so Page Grader assesses how well each page of your site is optimized, making it easy for you to
HubSpot’s Page Grader gives you both the raw data and information about your
pages
Verify that your content is driving the right visitors to your site by seeing which
Competitors
Sales Tie Downs
With insight into your best and most under-utilized web assets how would you use that information to drive more visits, leads and clients?
HubSpot Software ToolsSEARCH OPTIMIZATION
s
HUBSPOT’S PARTNER AGENCY GUIDE39
WWW.HUBSPOT.COM
Link Grader
http://www.hubspot.com/products/link-grader-link-analysis/
What the Product Does
Track how your links are doing over time
See the inbound links of your competitors
The Value of the Product
Understand the value of your inbound links so you know whether you could work with linking websites to improve your link even more
Identify new opportunities to attract inbound links
The Link Grader competitors tool gives you access to data about other sites you might partner with or provide content in order to generate additional inbound links
Competitors
Google Webmaster Tools
SEOmoz
Sales Tie Downs
How does having insight into which blogs and directories link to your competitors alter your current link building strategy?
HubSpot Software ToolsSEARCH OPTIMIZATION
s
HUBSPOT’S PARTNER AGENCY GUIDE
WWW.HUBSPOT.COM
Social Media
http://www.hubspot.com/products/social-media/
What the Product Does
Automatically publish content from your HubSpot blog to your social media accounts
Monitor social media for your brand and key industry terms
Analyze the effect that social media is having on your business and calculate ROI
Schedule tweets, Facebook messages and LinkedIn posts with the free Social Media App: https://app.hubspot.com/market/front/socialmedia
The Value of the Product
Monitor social media for your brand and industry terms - easily engage with
Generate leads directly from your Facebook Business Page with HubSpot’s free Facebook Welcome App
HubSpot makes it easy to calculate and report on the ROI of your Social Media efforts that let you know if your moving in the right direction
Competitors
Hootsuite or Tweetdeck
Omniture
Radian6
Sales Tie Downs
How would monitoring key social media environments help you manage the way in which you present your business online?
HubSpot Software ToolsqBLOGGING &
SOCIAL MEDIA
HUBSPOT’S PARTNER AGENCY GUIDE41
WWW.HUBSPOT.COM
Email Manager
http://www.hubspot.com/products/email-marketing/
What the Product Does
Allows you to send a single email to a few leads, or a personalized offer to a large segment
Sends CAN-SPAM compliant emails
The Value of the Product
Automatically integrate with your marketing database, website and landing pages so your email tools and your marketing database are in one system
Use your leads’ web sessions and form submissions to segment and target the right prospect with the right offer at the right time
Create customizable HTML Email Templates or use professionally designed stock templates that are already optimized for mobile and proven to convert
Competitors
Aweber
Constant Contact
iContact
MailChimp
Vertical Response
Sales Tie Downs
How would the HubSpot ESP streamline your current email marketing efforts?
HubSpot Software ToolsEMAIL & AUTOMATION
M
HUBSPOT’S PARTNER AGENCY GUIDE42
WWW.HUBSPOT.COM
Prospects
http://www.hubspot.com/products/prospect-tracking/
What the Product Does
with your sales team
The Value of the Product
With HubSpot’s Prospect Tracking tool, you can identify the companies that are
Sort prospects by geography and understand how far awareness has spread about your company
data from Prospects is attached to their Lead Record so you can sell to them with a full understanding of their needs and interests
Competitors
LeadLander
LoopFuse
Sales Tie Downs
How would having detailed intelligence on your website leads change your sales process?
HubSpot Software ToolsLEADGENERATION
U
HUBSPOT’S PARTNER AGENCY GUIDE43
WWW.HUBSPOT.COM
Landing Pages
http://www.hubspot.com/products/landing-pages/
What the Product Does
HubSpot software provides tools to let non-technical marketers create targeted landing pages and lead-capture forms to convert more visitors into sales leads
The Value of the Product
Quickly and easily create landing pages and capture leads from your website with having to wait for IT
Landing pages are set up on a custom sub-domain so that your visitors will never have to leave your website
offers are doing best and easy report on your success
HubSpot’s landing pages automatically integrate with our email and lead nurturing tools, allowing you to trigger tailored communications based on activity on your landing pages. Our landing pages can also be synced with any API enabled CRM system
Competitors
Marketo
Omniture
Eloqua
WordPress
Sales Tie Downs
HubSpot Software ToolsLEADGENERATION
U
HUBSPOT’S PARTNER AGENCY GUIDE44
WWW.HUBSPOT.COM
Advanced Landing Pages (HubSpot Enterprise)
http://www.hubspot.com/products/advanced-landing-pages
What the Product Does
Advanced landing pages enable you to import and clone pages with the click of a button and A/B test as many variations as you want
The Value of the Product
Create pages that match your web site’s messaging to individual advertisements, customer segments, and acquisition channels.
Easily A/B test single page elements, multiple page elements, or entire pages
lead data straight into your choice of CRM and/or email marketing system
Competitors
Marketo
Omniture
Eloqua
Sales Tie Downs
How would you use A/B testing to get more insight in to how potential clients engage with you and your offerings?
HubSpot Software ToolsLEADGENERATION
U
HUBSPOT’S PARTNER AGENCY GUIDE45
WWW.HUBSPOT.COM
Lead Intelligence (Leads)
http://www.hubspot.com/products/lead-tracking/
What the Product Does
See what your leads are doing on your website
Get a customer lead grade in HubSpot Professional or Enterprise with the free Lead Grader app: https://app.hubspot.com/market/front/leadgrader
The Value of the Product
Understand what content led your leads to convert, so you can tailor your
Leverage data at the individual level to send more personalized communications and offers
so that sales people can build more personalized relationships
Get lead intelligence into your CRM system through a .CSV import, or by connecting your CRM through the HubSpot API
Competitors
Marketo
Omniture
Eloqua
Sales Tie Downs
How would having detailed intelligence on your website leads change your sales process?
HubSpot Software ToolsLEADMANAGEMENT
g
HUBSPOT’S PARTNER AGENCY GUIDE46
WWW.HUBSPOT.COM
List Manager
List Manager Frequently Askes Questions
What the Product Does
List Manager allows you to create targeted lists of leads and customers based on the information you have about them
The Value of the Product
Easily create lists of prospects, leads and customers for high conversion targeted outreach
Competitors
CRM systems
Silverpop
Eloqua
Marketo
MailChimp
iContact
Sales Tie Downs
How would having a dynamic lead segmentation tool change the way you organize and market to your database?
HubSpot Software ToolsLEADMANAGEMENT
g
HUBSPOT’S PARTNER AGENCY GUIDE47
WWW.HUBSPOT.COM
Lead Nurturing
http://www.hubspot.com/products/lead-nurturing/
What the Product Does
customized emails
The Value of the Product
HubSpot’s lead nurturing tool enables you to send a cadence of customized emails to new online leads easing them through the decision process and improving your lead-to-customer conversions
If leads convert on a given email, the lead nurturing tool can automatically remove them from that campaign and add them to a new, more relevant campaign
Set email timing based on your company’s sales cycles (up to a year in advance) and create up to ten templates for on-brand communications
Competitors
Silverpop
Eloqua
Marketo
Sales Tie Downs
How would automating your marketing funnel make it easier for you to identify your best prospects? Would that change your current business development efforts?
HubSpot Software ToolsEMAIL & AUTOMATION
M
HUBSPOT’S PARTNER AGENCY GUIDE48
WWW.HUBSPOT.COM
Advanced Marketing Automation (HubSpot Enterprise)
http://www.hubspot.com/products/marketing-automation
What the Product Does
Trigger cross-channel communications via email, mobile, and even social channels based on user behavior
The Value of the Product
Nurture leads and send them information only when it is most relevant to their buying cycle
Tailor communications based on their interactions with your company on social media, in help desks and through their billing history and get a more comprehensive understanding of your leads and customers
After a lead becomes a customer, continue to use the tool to keep customers engaged and address problems or issues quickly, ultimately reducing churn and
Competitors
Silverpop
Eloqua
Marketo
Sales Tie Downs
What would you be able to accomplish if you could trigger targeted messages
HubSpot Software ToolsEMAIL & AUTOMATION
M
HUBSPOT’S PARTNER AGENCY GUIDE49
WWW.HUBSPOT.COM
Blog Analytics
http://www.hubspot.com/products/business-blog-analytics/
What the Product Does
Helps you assess the impact of your blog
Blog analytics can be used for blogs that use the HubSpot content management system and for blogs published on many other major blog publishing platforms
The Value of the Product
Helps you understand what posts actually draw in website visitors and inbound links so you can make smart decisions about ongoing content creation
Competitors
WordPress
Google Analytics
Sales Tie Downs
What decisions would you make having deeper insights into which authors and content drive the most visits, links and social media visibility?
HubSpot Software ToolsMARKETINGANALYTICS
Y
HUBSPOT’S PARTNER AGENCY GUIDE
WWW.HUBSPOT.COM
Reach
http://www.hubspot.com/products/marketing-analytics/
What the Product Does
Tracks the size of your company’s community over time
The Value of the Product
Easily identify audience growth without any number crunching
Competitors
Manually adding up various community counts
Sales Tie Downs
What decisions would you make having deeper insights into which social media channels drive the most visits to your website?
HubSpot Software ToolsMARKETINGANALYTICS
Y
HUBSPOT’S PARTNER AGENCY GUIDE51
WWW.HUBSPOT.COM
Competitors
http://www.hubspot.com/products/competitor-tracking/
What the Product Does
Compare and track important site performance metrics to key competitors
The Value of the Product
HubSpot Competitors makes it easy to see how your efforts are paying off over time in comparison to up to ten competitors
Measure your web performance against competing sites over time so that you can learn from them and adjust your strategy to eat their lunch
Competitors
Google Trends
Compete
Google Insights for Search
Sales Tie Downs
How would having access to deep competitive intelligence alter the way you think about marketing your company?
HubSpot Software ToolsMARKETINGANALYTICS
Y
HUBSPOT’S PARTNER AGENCY GUIDE52
WWW.HUBSPOT.COM
Sources
http://www.hubspot.com/products/marketing-analytics/
What the Product Does
See how different sources have driven visits, leads, and customers to your site
Gain insight into what is driving your leads decisions and what you can do to improve your marketing and increase conversions
The Value of the Product
Sources bridges the gap between your contacts and your online tracking, allowing you associate an individual lead with an otherwise anonymous “visitor,” giving you powerful marketing and sales reports
See your entire funnel from visit, to lead, to customer and calculate ROI (Closed Loop Reporting)
Competitors
Google Analytics
Sales Tie Downs
How would you use closed loop marketing analytics to make key decisions about
HubSpot Software ToolsMARKETINGANALYTICS
Y
HUBSPOT’S PARTNER AGENCY GUIDE53
WWW.HUBSPOT.COM
Visits by Page
http://www.hubspot.com/products/marketing-analytics/
What the Product Does
Shows you what pages website visitors are looking at
The Value of the Product
Understand which pages get the most visibility to prioritize your website efforts
Competitors
Google Analytics
Sales Tie Downs
With insight into your best and most under-utilized web assets how would you use that information to drive more visits, leads and clients?
HubSpot Software ToolsMARKETINGANALYTICS
Y
HUBSPOT’S PARTNER AGENCY GUIDE54
WWW.HUBSPOT.COM
Advanced Marketing Reports (HubSpot Enterprise)
http://www.hubspot.com/products/advanced-analytics/
What the Product Does
You can see all of your channels and platforms in one report and compare the effectiveness across common key performance indicators
Finds out who your best customers are
The Value of the Product
The value of the product See how your customers are navigating social media, email, mobile and third-party apps to understand which channels are most effective at driving conversions
See what marketing efforts, channels and content are driving your revenue so
Understand how customers are upgrading and renewing their subscriptions or making purchases over time to increase revenue per customer
Competitors
Marketo
Eloqua
Silverpop
Sales Tie Downs
How would being able to tie revenue back to a single customers online activities change the way you market today?
process?
HubSpot Software ToolsMARKETINGANALYTICS
Y
HUBSPOT’S PARTNER AGENCY GUIDE55
WWW.HUBSPOT.COM
App Marketplace
http://app.hubspot.com/market/front/list
What is the App Marketplace?
today, with more than a dozen approved applications being used by more than
The Value of the Marketplace
Just like adding a new app to your Android device or iPhone or iPad, marketing professionals can install and start using a new application from a third-party developer in just one click
The HubSpot App Marketplace is a showcase of third-party applications that provide marketers with valuable insight and tools across the spectrum of their day-to-day marketing activities
Competitors
None
Sales Tie Downs
How would having the ability to customize your marketing needs help you close business?
HubSpot Software Tools
HUBSPOT’S PARTNER AGENCY GUIDE56
WWW.HUBSPOT.COM
SECTION 7
PARTNER AGENCY TOOLS AND RESOURCES
HUBSPOT’S PARTNER AGENCY GUIDE57
WWW.HUBSPOT.COM
Partner Tools & Resources
HubSpot Partners LinkedIn Group
Partner section of the HubSpot website
Local HUGS
Inbound Conference
Service Marketplace
Partner Portal
Sales Process Tools & Resources
HubSpot Pricing Page
Register a Lead
Marketing Grader
Create a Free Trial & Trial Checklist
Prospect Assessment Tool & Inbound Marketing Calculator
Inbound Marketing Workbook
Retainer Quoting Tool
Advanced product training on HubSpot to/for Agencies
Software Support Tools & Resources
Ongoing Learning Center
Technical Support
HubSpot Forums
App Marketplace
Partner Agency Tools & Resources
HUBSPOT’S PARTNER AGENCY GUIDE58
WWW.HUBSPOT.COM
SECTION 8
REGISTERING LEADS
HUBSPOT’S PARTNER AGENCY GUIDE59
WWW.HUBSPOT.COM
How to Register your Leads
Register your leads via the following link: http://var.hubspot.com/var_add_lead
You must enter your prospect/client’s ACTUAL email address, name and website address
For each contact you want to register, you must enter a unique email address
You also must enter the company name and contact info as we have it in our records, which is most likely the company name you shared with us
Why Should I Register my Leads?
It allows you to use your CAM in the sales process if you need help
Helps ensure your commission if the client become a HubSpot customer through you
If your prospect converts into a lead on the HubSpot site, our system will detect that it is your lead and it will NOT be assigned to one of our direct sales reps
Registering Leads
HUBSPOT’S PARTNER AGENCY GUIDE
WWW.HUBSPOT.COM
SECTION 9
PARTNER AGENCY TIERS
HUBSPOT’S PARTNER AGENCY GUIDE61
WWW.HUBSPOT.COM
How to Register your Leads
HubSpot’s Partner Agency Tier Program is designed to reward agencies who sign up new, long-term customers to use HubSpot’s software.
Partners will be measured on how many active HubSpot subscriptions are associated with their agency, and the average age and product usage of those customers.
Partners will be rewarded with service and co-marketing packages that get increasingly
Have an active URL & pass our
Rewards
Sales support for registered opportunities
Co-branded and white label lead generation materials
Passing score on
Partner portal subscription
Rewards
Partner-created case study (1/yr)
Authoring rights to 1 HubSpot blog/year
HubSpot quote in Partner-lead press release
6 month strategy session for active accounts
Partner Agency Tiers
HUBSPOT’S PARTNER AGENCY GUIDE62
WWW.HUBSPOT.COM
Passing score on
Partner portal subscription
Rewards
All of the items for HubSpot Silver PLUS
Authoring rights to 2 HubSpot blogs/year
HubSpot speaker on 1 Partner lead webinar/year
Partner showcase
Quarterly strategy session for active accounts
Dedicated IMC
Passing score on
Partner portal subscription
Rewards
All of the items for HubSpot Gold PLUS
Partner-created case study (2/yr)
Authoring rights to 3 HubSpot blog posts/yr
Day at HubSpot
Monthly strategy session
Partner Agency Tiers
HUBSPOT’S PARTNER AGENCY GUIDE63
WWW.HUBSPOT.COM
SECTION 10
PARTNER PORTAL
HUBSPOT’S PARTNER AGENCY GUIDE64
WWW.HUBSPOT.COM
What is the Partner Portal?
The partner portal is where you can manage all of your HubSpot leads and customers, as well as see all of the services you are providing for Service Marketplace buyers
It is a pre-requisite for being a listed Service Marketplace provider.
Value of the Partner Portal
Easily track all of your leads and record your sales efforts in one place
Easily track all marketplace transactions
See valuable data HubSpot tracks on HubSpot customers, like logins, usage,
Get access to a variety of customer email templates
For More Information
Visit: http://services.hubspot.com/reporting-transactions
Partner Portal
HUBSPOT’S PARTNER AGENCY GUIDE65
WWW.HUBSPOT.COM
SECTION 11
CUSTOMER HAPPINESS INDEX (CHI)
HUBSPOT’S PARTNER AGENCY GUIDE66
WWW.HUBSPOT.COM
What is CHI?
HubSpot measures the success of each customer using a
How is CHI Calculated?
CHI/
HubSpot takes the number of “customers” you are working with. This
includes any customers you’ve completed work for, or are actively engaged in
only requested your services, put your service on hold, or cancelled your
service.
Our algorithm considers HubSpot software setup, usage, volume and quality
keyword rankings, subscribers, followers, etc.)
We take a CHI score snapshot every Thursday night and update the scores
on Friday
Contact your CAM
Customer Happiness Index (CHI)
HUBSPOT’S PARTNER AGENCY GUIDE67
WWW.HUBSPOT.COM
SECTION 12
PARTNER AGENCY COMMISSIONS
HUBSPOT’S PARTNER AGENCY GUIDE68
WWW.HUBSPOT.COM
What are Partner Agency Commissions?
If a HubSpot Partner Agency sells the HubSpot software as a part
commission from the sale of the software for the life of the customer’s contract with HubSpot.
How is the commission paid?
We pay commission quarterly
Checks are mailed two months after each quarter’s end
All commission payments are in USD
What do I need in order to receive Partner Agency commissions?
HubSpot Partner Contract
W9 or W8BEN
Sell a HubSpot software subscription and submit a copy of the contract to your CAM
Questions?
Partner Agency Commissions
HUBSPOT’S PARTNER AGENCY GUIDE69
WWW.HUBSPOT.COM
SECTION 13
HUBSPOT GLOSSARY
HUBSPOT’S PARTNER AGENCY GUIDE
WWW.HUBSPOT.COM
A
AM: Account Manager
API: Application Programming Interface
B
B2B: Business to Business
B2C: Business to Consumer
C
CAC: Channel Account Coordinator
CAM: Channel Account Manager
CDR: Channel Development Representative
CHI
CMS: Content Management System
CRM: Customer Relationship Management
E
EM: Email Marketing
G
GA: Google Analytics
H
HUG: HubSpot User Group
I
IMA: Inbound Marketing Assessment
IMC: Inbound Marketing Consultant
IMU: Inbound Marketing University
Inbound Conference: Formerly known as HUGS, the HubSpot User Group Summit
HubSpot Glossary
HUBSPOT’S PARTNER AGENCY GUIDE71
WWW.HUBSPOT.COM
L
LG: Link Grader
LN: Lead Nurturing
LP: Landing Page
M
MGR: Marketing Grader
MOFU: Middle of the Funnel
MRR: Monthly Recurring Revenue
P
PG: Page Grader
PM: Product Manager
S
SFDC: Salesforce.com
SMB: Small or Medium Sized Business
T
TOFU: Top of the Funnel
V
VAR: Value Added Reseller
VSB: Very Small Business
HubSpot Glossary
HUBSPOT’S PARTNER AGENCY GUIDE72
WWW.HUBSPOT.COM
Notes
HUBSPOT’S PARTNER AGENCY GUIDE73
WWW.HUBSPOT.COM
Notes
HUBSPOT’S PARTNER AGENCY GUIDE74
WWW.HUBSPOT.COM
Notes
HUBSPOT’S PARTNER AGENCY GUIDE75
WWW.HUBSPOT.COM
Notes
![HUBSPOT MEDIA PARTNER PROGRAM [INBOUND 2014]](https://static.fdocuments.in/doc/165x107/557c24b1d8b42a65268b5169/hubspot-media-partner-program-inbound-2014.jpg?t=1701610559)
